Swish · B2B2C SaaS · Site Builder Platform

<aside> Project Overview

Swish is a B2B2C SaaS platform that enables companies to build, manage, and distribute personalized gift selection websites for their employees or customers. The platform gives HR managers full control over the entire gifting process, from budget setup and page design to delivery and redemption, while Swish's account managers handle high-touch client configuration behind the scenes. This project was built from the ground up: no prior product existed, no internal reference point, and no existing users to test with. The design challenge was to create a seamless experience that served three fundamentally different personas within a single unified interface.

My Role

• Sole product designer, responsible for end-to-end UX across the entire B2B2C platform
• Defined user flows and information architecture across three distinct personas
• Designed wireframes, high-fidelity screens, and an interactive prototype
• Conducted competitive analysis to inform product strategy and flow structure
• Surfaced logic gaps in the original PRD and proposed structural changes adopted into the brief
• Collaborated closely with the PM throughout to evolve the product direction

The Team

The project was led by a Product Manager who owned the business requirements and served as the primary stakeholder. A UI designer was responsible for the illustration system and visual language. I worked closely with both throughout the process, with design and product decisions made collaboratively as the brief evolved.

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🎯 Key Outcomes

• A unified platform serving 3 distinct personas within a single interface, with differentiated permission levels that feel natural rather than restrictive
• A 6-step activity creation flow handling complex budget, recipient, and scheduling logic
• A PRD that evolved substantially through the design process multiple structural changes proposed by design and adopted into the product brief
• A platform giving Swish a direct competitive response to an emerging market need

The platform has launched and is actively being used by the first wave of business clients. Formal adoption metrics are still being collected.

🤔 The Problem

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Before Swish built this platform, there was no digital solution for companies that wanted to give employees or customers a personalized gift selection experience. HR managers were navigating a manual, fragmented process: working through account managers over phone or email, with no self-service capability and no visibility into the status of their gift activities.

At the same time, Swish was hearing consistently from their B2B clients that this was an unmet need in the market. Competitors were beginning to offer similar solutions. The business case was clear: build a platform that lets companies run their own gift selection campaigns independently, while keeping Swish's account managers in the loop for high-touch clients.

The design challenge was twofold: create a product that didn't exist yet with no internal reference point or prior design to build on and do it in a way that served fundamentally different types of users within the same interface.

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The Swish GiftBox marketing homepage, the consumer-facing entry point to the platform, giving context for the product before entering the admin experience

📊 The Research

Without existing users to interview, the research phase focused on competitive analysis. I conducted a thorough benchmark of companies offering similar gift or reward selection platforms internationally, examining their end-to-end flows from both the business-admin perspective and the end-user perspective.

The key questions I was trying to answer:

• How do other platforms handle multi-step activity creation for non-technical users?
• How do they communicate budget constraints and limitations without blocking progress?
• How do they manage the hand-off between the platform and the end user's gift selection experience?